Understanding the Antecedents and Consequences of Service-Sales Ambidexterity: A Motivation-Opportunity-Ability (MOA) Framework

Bilal Ahmad, Liu Da, Mirza Huzaifa Asif, Muhammad Irfan (), Shahid Ali and Muhammad Imad Ud Din Akbar
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Bilal Ahmad: School of Economics and Management, North China Electric Power University, Beijing 102206, China
Liu Da: School of Economics and Management, North China Electric Power University, Beijing 102206, China
Mirza Huzaifa Asif: School of Economics and Management, North China Electric Power University, Beijing 102206, China
Shahid Ali: School of Economics and Management, North China Electric Power University, Beijing 102206, China
Muhammad Imad Ud Din Akbar: Department of Management Sciences, National University of Modern Languages, Lahore 54000, Pakistan

Sustainability, 2021, vol. 13, issue 17, 1-19

Abstract: Drawing on the motivation, opportunity and ability (MOA) framework, we investigate the influence of charismatic leadership on salespeople’s service and sales activities—termed service-sales ambidextrous (SSA) behavior, which subsequently turn into service recovery performance outcomes. The primary aim of this research is to strengthen salespeople’s service quality in parallel to their selling activities while recovering a service failure. We validate the model using a sample of 344 business-to-business salespeople using partial least square structural equation modeling (PLS-SEM) technique. Study results show that charismatic leadership is positively and significantly related to service-sales ambidexterity. Likewise, service-sales ambidexterity has a positive and significant relationship with service recovery performance and adaptive selling behavior. Moreover, we found a significant relationship between adaptive selling behavior and service recovery performance. The results further specify that salesperson motivation, opportunity and ability to engage in SSA significantly moderate the relationship between charismatic leadership and service-sales ambidexterity. The results suggest the need for training programs that provide the salesperson with opportunities to understand the simultaneous implementation of selling strategies while also providing customer services.

Keywords: charismatic leadership; service-sales ambidexterity; adaptive selling behavior; service recovery performance; motivation-opportunity-ability framework (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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